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Advanced Topics in Certification: Credentialing Marketing for Non-Marketing Professionals Module
Advanced Topics in Certification: Credentialing Marketing for Non-Marketing Professionals Module

Designed for staff of fully-developed certification programs, use Advanced Topics in Certification online modules to guide your staff's conversations and decisions on expanding, elevating, or differently marketing your established program.

The modules challenge you to take your program to the next level. The concepts and practices discussed in the modules are based on the National Commission for Certifying Agencies (NCCA) Standards for Accreditation of Certification Programs.

The Credentialing Marketing for Non-Marketing Professionals module has been created for organizations that want to effectively promote the value of their programs. The following audiences will benefit:

  • credentialing organizations needing to fine-tune their value proposition and better communicate it to their varied audiences
  • credentialing organizations that do not employ dedicated marketing professionals
  • marketing staff new to the credentialing industry 

This purchase is for a single user of the Credentialing Marketing for Non-Marketing Professionals module. Participants are guided through a step-by-step marketing strategy development process:

  • Define your program’s value proposition;
  • Develop a strategic marketing plan;
  • Identify who your target audience is and where to find them;
  • Plot and following a tactical marketing plan;
  • Turn your staff and board into brand ambassadors; and
  • Measure the effectiveness of your marketing efforts

Member price: $175; Non-member price: $225

User access will be tied to the ICE website account used to make the purchase. Your six-month access will be granted immediately upon receipt of payment. Access instructions will be included in the automated confirmation email, so please make sure that info@credentialingexcellence.org is on your safe-sender list to ensure that you receive the emailed access instructions.

Please note that if you pay by check, you will not receive an automated confirmation email until the check payment is received/processed. 

 

 

WEB16 Beyond Certification: Engaging Your Certificants
WEB16 Beyond Certification: Engaging Your Certificants

Beyond Certification: Engaging Your Certificants

Presenter: Pecanne Eby, MBA, Brand Mentoring, LLC

Format: On-demand Webcast (c) Feb 2016
Duration: 1 hour, including time for Q&A

Have you wondered why engaging your certificants has become such a huge marketing challenge? Why your certificants seem so distracted? It’s not your imagination, the marketplace is truly noisier than ever. Bloggers, traditional publishers and online communities all contribute to the noise. The only way to be heard is not by pumping out more content. But by deliberately delivering the right content at the right time to the right audience.

In this webcast you’ll be introduced to the fundamental concepts of successful content marketing, the key strategy for engaging certificants. Gain insight about how to develop an engagement plan that meets certificants where they are in their career life cycle. Gain permission to ditch the one-size-fits-all newsletter. And learn practical tips for effectively branding your communications.

Understanding and practicing content marketing is no longer a choice, it’s now a must do. Happily it’s never too late to gain a foothold in content marketing or take your current efforts to the next level.

Please note: This on-demand webcast is pre-recorded and available for unlimited viewings for a 30-calendar day period, beginning the date of purchase. You will be able to immediately access the recording/accompanying slides. Access instructions will be provided in your automated purchase confirmation. If you choose to pay by check, access will not be granted until the check payment has been received and deposited

Member price: $90; Non-member price: $135

 

WEB14 How to Work with Licensing Boards in Your State
WEB14 How to Work with Licensing Boards in Your State

How to Work with Licensing Boards in Your State

Presenters: James E. Carr, PhD, BCBA-D and Margaret "Misty" Bloom, Esq., Behavior Analyst Certification Board, Inc.

Format: On-demand Webcast (c) October 2014
Duration: Approximately 1 hour, including Q&A

Many certification boards wait decades for any appreciable licensure recognition of their credentials.  This has not been the case for the BACB’s certifications.  The BACB attributes its success in working with licensure boards to a strategic, cooperative, and cautious approach. This session will address that strategy while also identifying precautious and lessons learned in recent years.

Member price: $90; Non-member price: $135

Please note: This on-demand webcast is pre-recorded and available for unlimited viewings for a 30-calendar day period, beginning the date of purchase. You will be able to immediately access the recording, and access instructions will be provided in your automated purchase confirmation. 

If you choose to pay by check, access will not be granted until the check payment has been recieved and deposited.

WEB14 HR Sees Value Differently
WEB14 HR Sees Value Differently

HR Sees Value Differently

Presenters: Linda Anguish, SPHR, GPHR, Human Resource Certification Institute and Panel of HR Professionals

Format: On-demand Webcast (c) September 2014
Duration: Approximately 1 hour, including Q&A

How do HR managers view certification when evaluating candidates for employment? How can you utilize this information to promote the value of earning your certification to potential candidates? How can you assist your current credential-holders to maximize the value of their certification and use this as a retention tool? Join Linda Anguish, the Director of Certification Products for the HR Certification Institute, and a panel of three HR professionals to learn the answers to these questions and spark some new ideas for promoting the value of certification as a powerful career development tool.

Member price: $90; Non-member price: $135

Please note: This on-demand webcast is pre-recorded and available for unlimited viewings for a 30-calendar day period, beginning the date of purchase. You will be able to immediately access the recording, and access instructions will be provided in your automated purchase confirmation. 

If you choose to pay by check, access will not be granted until the check payment has been recieved and deposited.

CEOWEB17 Leveraging ISO/NCCA Accreditation as a Marketing Tool
CEOWEB17 Leveraging ISO/NCCA Accreditation as a Marketing Tool

Leveraging ISO/NCCA Accreditation as a Marketing Tool

Format: Format: On-demand Webcast (c) February 2017

Duration: Approximately 1 hour, including time for Q&A

Presenter: Cynthia Allen, SeaCrest Company

Certification programs seek ISO/NCCA accreditation for a variety of reasons, including using it as a marketing tool. Organizations use accreditation to distinguish and promote the value of their programs to their various stakeholders in different ways, some more successfully than others. The efficacy of accreditation as a marketing advantage has a lot to do with industry factors and how proactively the organization leverages it.

In this webinar, Cynthia Allen, President of SeaCrest Company, will explore different tactics to effectively leverage the achievement of accreditation and provide examples of what other programs have implemented. Additionally, the session will explore the marketing “promise” of accreditation versus what the credential is delivering.

Member price: $90; Non-member price: $135

Please note: This on-demand webcast is pre-recorded and available for unlimited viewings for a 30-calendar day period, beginning the date of purchase. You will be able to immediately access the recording, and access instructions will be provided in your automated purchase confirmation. If you choose to pay by check, access will not be granted until the check payment has been received and deposited.

WEB13 Media Relations 101: Is Your Organization Prepared?
WEB13 Media Relations 101: Is Your Organization Prepared?

Presenter: Erin Hlasney

Format: On-demand Webcast (c) 2013
Duration: 1 hour, including Q&A  

Do you hope to attract more media attention but don't know where to begin? Or, do you dread media calls because you don't know how to best handle reporters or control interviews?  Media outreach can be a cost effective and useful tactic to support your marketing goals and build your certification program’s brand, but are you ready to invite or steer media requests? Join Erin Hlasney in this recorded webcast to familiarize yourself with the reporting process, evaluate your organization's readiness for increasing your media efforts, and prepare your organization to better navigate the media realm. Topics presented include:

  • Decision factors in taking media calls
  • Overview of the reporting process
  • Insight into the likes and dislikes of reporters
  • Dos and Dont's of interviews and interview follow-up

Please note: This on-demand webcast is pre-recorded and available for unlimited viewings for a 30-calendar day period, beginning the date of purchase. You will be able to immediately access the recording, and access instructions will be provided in your automated purchase confirmation. If you choose to pay by check, access will not be granted until the check payment has been received and deposited.

Member Price: $90; Non-Member Price: $135

WEB13 Digital Marketig for Certifications: Using Web 2.0
WEB13 Digital Marketig for Certifications: Using Web 2.0

Presenters: Melissa Rehrig and Rebecca Anderson

Format: On-demand webcast (c) 2013
Duration: 47:44

Without a doubt, web 2.0 technology has transformed the way in which information is shared. Web 2.0 refers to the transition from static HTML web pages to a more dynamic web with the advent of social-networking sites such as Facebook and LinkedIn, hosted services such as Google Docs, web applications such as Gmail, and video-sharing site such as YouTube. Through these tools, web 2.0 enhances communication techniques and fosters a great reach of messages.

The ICE Academy is pleased to offer this on-demand webcast, “Dipping Our Toes into Unchartered Waters: Using Web 2.0 to Market Certifications.” Presented by  Melissa Rehrig, Deputy Executive Director of the National Commission for Health Education Credentialing, Inc. and Rebecca Anderson, Director of Marketing and Communication at the Dental Assisting National Board, Melissa and Rebecca will discuss the use of Web 2.0 technologies to enhance certification organizations’ marketing efforts, summarize the creation of social networking groups to network and share information, and discuss the process of developing webinars and videos for targeted audiences.

This webcast is an excellent opportunity for anyone who is interested in diving into the uncharted waters of social media and harnessing web exposure to market certification programs.

Please note: This on-demand webcast is pre-recorded and available for unlimited viewings for a 30-calendar day period, beginning the date of purchase. You will be able to immediately access the recording, and access instructions will be provided in your automated purchase confirmation. If you choose to pay by check, access will not be granted until the check payment has been received and deposited.

Member Price: $90; Non-Member Price: $135

WP15 Value of Certification: An Exploration of Concept and Research Process
WP15 Value of Certification: An Exploration of Concept and Research Process

Why should credential holders and those who employ them care about your credential? Said differently, what’s in it for them? This is the focus of value of certification (VoC).

VoC seeks to understand the various stakeholder audiences for the credentialing organization, explore the factors important to them, and communicate these messages to the market and promote the credential. This white paper will explore the concept of VoC and its various intrinsic and extrinsic forms through the existing academic and professional literature. In addition, this paper will present examples from various credentialing bodies to demonstrate how organizations prioritize VoC factors and communicate them to credential holders, hiring managers, HR professionals, and executives.

The white paper will be most useful for credential managers or executives who are new to the concept of VoC or who have not previously researched and organized value indicators for a credential. This paper will serve as a guide for understanding what VoC is, how you can use it, and how to start your own VoC study, regardless of whether you use ICE’s Value of Certification Toolkit or engage an external consultant.

Meet the Author

Rory is the Vice President of Certification Services for PSI. In this role, he serves certification clients by leading a team of business development, client services, and test development/psychometric professionals. During his career, Rory has worked with over 80 associations, including well-known licensure programs and globally renowned certifications. Previously, Rory served as the President of International Credentialing Associates (ICA), providing test development, market research, and program management consulting for credentialing organizations. He also worked as a Product Manager of Credentials at the Project Management Institute (PMI), growing their flagship Project Management Professional (PMP)® credential through critical business changes and marketing. He also worked at Prometric, providing exam development and program design consulting.

Rory serves extensively throughout the certification community, including as the Vice Chair, Program Committee, for ATP’s Innovations Conference in 2016. In addition, Rory serves as Treasurer on the Board of Directors for the Credentialing Network Group (CNG) and the Chair of the Education Committee for ICE. He is also the current Co-Chair of the ATP Security Committee.

Rory received a Ph.D. in Organizational Leadership from The Chicago School of Professional Psychology. He also holds an MBA from Drexel University and B.A. in Psychology from Millersville University.

He is certified as a Certified Association Executive (CAE), Senior Professional in Human Resources (SPHR), and New Product Development Professional (NPDP). 

Member Price: FREE; Non-member Price: $50

RSRCH12 Value of Certification Toolkit
RSRCH12 Value of Certification Toolkit

Created by ICE's Research & Development Committee, The Value of Certification Toolkit is designed to help certification program leaders assess the value of their programs without the hassle or expense of hiring a marketing firm or using valuable staff time to develop the surveys and conduct the research. Organizations that purchase the toolkit and share surveys with their stakeholders will be able to request an excel export of their organization's raw data upon request to ICE. The toolkit includes the ICE Research & Development Committee's 28-page report, 6 value of certification surveys, customizable templates to introduce the purpose of the survey to stakeholders, and 1 staff survey to evaluate your organization's marketing efforts to external stakeholders. (c) 2012.

***Upon payment, purchasers will receive immediate access to download "A Report on the Value of Certification." ICE staff will provide the surveys and customizable templates in a separate email within 2 business days.***

Member Price: $99; Non-Member Price: $149